Arton Consulting investigated contextual advertising

The company "Arton Consulting" published a study of the audience , responsive to contextual advertising. The sample involved more than 27 thousand people who came to the sites of advertisers on the links with contextual advertising (19 different advertising campaigns during March 2006).

According to the press release of the researchers, as a result of analyzing the statistics, it turned out that contextual advertising leads an audience 10% -20% more interested in advertisers ’offers than media (banner) advertising. If we compare the audience of contextual advertising with people who came from the search results, it can be noted that the quality of contextual advertising is somewhat lower in terms of viewing parameter (by an average of 3-5 %), but in terms of returns ( next month) wins significantly (on average by 18%).

In addition, the researchers compared the popular advertising system Yandex.Direct and Runner . According to the results, in more than half of the cases, the quality of the Yandex.Direct audience was higher than that of the Runner. On average, the difference is 5% (with fluctuations of up to 10% both up and down). According to the researchers, this is due to the fact that in Yandex Yandex direct it plays an important role in displaying ads for keyword queries in search results, while the Runner’s audience, on average, only 50% consists of search advertising (the rest of the audience the service collects on information resources, showing ads depending on the page content).